First Citizens: Retirement



Challenge: Encourage First Citizens’ customers, especially young adults, to adequately prepare for retirement.

Creative Strategy: Showcase the worst possible outcome of being unprepared for retirement.

Creative solution: Present a recently retired man, who lives with his retired and elderly parents using all their resources while searching for ways to make money.

Elements of the campaign included: a television advertisement, radio adlibs, animated web banners, a social media campaign and press ads that offered snapshots of the result of the retired man’s unpreparedness.


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